Creativity in behavioural design: assessing idea characteristics using the Behavioural Design Space as creative assessment framework

To design effective behaviour changing interventions, behavioural designers need to generate ideas that combine both technical and behavioural aspects. However, little is still known about the creative output of ideation in behavioural design. Taking an exploratory approach, this study examines the creative characteristics of brainstormed behavioural design ideas using the Behavioural Design Space (BDS) as creative assessment framework. The findings show uneven distributions across all BDS parameters indicating fixation and lost creative opportunities.